Background 1st Strategy : Upscale Market (origin) American Flavors, Rich in Butterfat (12%), 32 Flavors American Community, AB Income

Sector. Solitary Full-page, Full-Color on opening day, Booklets of coupons. 2nd Strategy Price-Conscious Market (Pistahan) Traditional Filipino flavors Butterfat 10% Lower B and Upper C - the rest of ice-cream eating population Sunday Issues Bulletin , Inquirer Star - Full page full color. Regular size full color in ice cream section of supermarkets and grocery stores , Sampling in supermarkets and school campuses Place Parlors, Exclusive Stores 32 Flavors in one time Franchises Packed in half gallon. Per Scoop (as retailed by canteens and cafeterias) Super markets, grocery stores, school canteens, office building cafeterias. Urban centers Formulation of butterfat is on par with competitors, Price is on par, *Does not have sustaining ads and promo campaign (unlike competition). Problems Encountered Four years market life, shows sign of tapering off. Sales Performance in its first quarter fell short of projection. To be determined Needed 3rd Strategy : New Formulation Vegetable Fat , just like European ice creams, Lower B and Upper C Needed

Product People

Promotion

Competitive Advantage

Formulation of butterfat is greater than most competitiors, price is higher too.

Formulation is unique.

Statement of the Problem Golden Gate Creamery sales were under-performing with its past two Ice Cream Strategies. The company needs a new product that will be attractive to the market, yet economically viable to produce. Hence, the use of vegetable fat in its Ice Cream formulation was introduced. Given the target of 250,000 gallons for the first year, how can Ms. Balingit achieve the target sales by creating new marketing strategies for the product, while considering the companys learning on two previous projects?

SWOT Analysis

ength
Wide distribution channels Franchise existence Captures most market segment Strong R&D and Established supply structure Known Brand Good promotional and initial marketing activities. Was able to tap all market segment in its two projects.

Weakness
Non-existent product categories (unlike competitions, special and super special) Failure on first two strategies Underperforming sales Market does not recognize what segments they cater. No sustaining marketing activities

Opportunities
Ice cream variants can be categorized and can be used to divide market offerings. The new formulation is cost-effective, can play a great advantage against competition. Retail concepts for all brands increases market coverage. Simplified offerings based on what flavours have most sales.

Threats
Market prefers the competition due to the sustained marketing activities of other brands. Competition can also introduce the same or better formulation which can have similar price point. Brand confusion, since it has been introduced and re-introduced again.

Proposed Marketing Strategy for the New Ice Cream PRODUCT Proposed Brand Name: Golden Ice Cream Panalo sa Lasa, Sa presyong abot-kaya. Get the top-selling flavors of both Ice Cream Projects and re-introduce them as sub-categories. The Topselling flavours from American Dream will be labelled as the Dream Collection, and top-selling flavours from will be labelled as the Festive Collection. Both variants will use the New Formulation. Packaging - Dream Collection: available only in 1 gallon, 2 gallons - Festive Collection: available in both half gallon and paper-pint size (750ml).

PEOPLE Lower B and Upper C Class PROMOTION Advertisements: Theme: Capturing winning moments of people, their dream, and personal festivities. Introduction: Posters, Full page newspaper print ads (Widespread, Tabloids, Inquirer-Libre Cover-page) TV Ads noon time and prime time spot, Billboard, 12noon Mall Campaigns, Free taste and Selling at City Transport Terminals during evening, Noon-time show major-sponsorship, Ongoing: Billboard, Half page ad in food-section, TV Ad noon time and afternoon slot, minor sponsorship. Posters on supermarket and grocery stores.

PLACE Existing Franchises, Stores, Super Market and Grocery Stores. Cart based in Public Markets (morning) roving throughout the afternoon into different places. Selected MRT and LRT Stations. Canteen and Cafeterias

Further assessment of inventory and availability of the two variants based on market-size and markettype